CANCUN, Mexico -- The Cancun Convention and Visitors Bureau
launched an advertising campaign in the U.S. in an effort to boost
travel to the Mexican resort during the traditionally slower spring
and summer months.
The initiative, which carries a $3.2 million price tag, is
essentially a cooperative effort between the bureau and major
travel industry suppliers American Express, Gogo Tours, Mark Travel
Corp. and MLT Inc.
Cooperative ads began running in March and are scheduled to
continue through June in major metropolitan daily newspapers in 12
markets: Atlanta, Boston, Chicago, Dallas, Denver, Detroit,
Houston, Minneapolis, New York, Oklahoma City, Philadelphia and St.
Advertising in major travel and leisure magazines is part of the
campaign, as is the display of billboards promoting Cancun and the
participating suppliers will be placed in the 12 major cities.
In addition, 100,000 direct-mail inserts promoting Cancun will
be sent along with American Express bills and tour operator
A Web site, www.cancunnow.com, promoting the campaign is scheduled
to be launched in April, enabling browsers to request information
about Cancun and link to participating wholesalers' sites.
Miguel Borge Martin, president of the convention and visitors
bureau, said the campaign is intended to "bring Cancun's message
directly to the consumer."
"This is a highly targeted, well-funded and creatively
envisioned effort," Martin said. "With the support of some of the
industry's biggest players, we are taking the promotion of Cancun
to a higher level."
The convention and visitors bureau was formed in November 1996
and is comprised of eight board members, four from the private
sector and four from the government.
All of the hotels in Cancun are members, and they help fund
promotional programs through a 2% room tax.